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PART 1: Enhancing UX: Enabling Shoppers To Shop Smart and Fast

Online shoppers are looking to feel powerful. They want to control how they purchase, how long it takes them and how the process feels. This is the User experience, or UX.

The KPMG Nunwood’s UK Customer Experience Excellence survey for 2015 has ranked the companies who are prioritising UX by enhancing the autonomy of customers through providing the customers with a personalised experience. Find the full list here.

The director at Nunwood, says of the 2015 results: “The organisations that do well tend to be the ones that are hugely knowledgeable and put the consumer in control.” It’s about empowering customers to be the smartest and fastest shoppers. Sounds like a lot of work? It doesn’t have to be.

Tweak existing processes

The article recognises that rising in the ranks of providing excellent UX doesn’t require complete overhauls or groundbreaking ideas, “more likely they will be improvements and tweaks to existing processes”. It also recognises that those who don’t adapt to the changing demands of customers will “get left behind.”

In this blog series we’ll take a look at the Ecommerce landscape and share some nifty ways to optimise UX by using data solutions.

How data enables smart and fast shopping

In essence, shoppers want to feel resourced to make smart decisions. Insight driven communication and personal recommendations for the customer are possible through data capture tools and good data management. Data capture and management technology enhances the level of personalisation offered. This gives the customer content which is valuable to them, improving their UX.

Shoppers also want to move through the checkout process quickly and smoothly. One way of ensuring this smooth and slick movement is to use data capture tools at the checkout. Data Capture tools minimise keystrokes by 90% and ensure accurate data is captured. This data can then be used for a number of strategic activites: remarketing, personal messaging and responsive communication.